P.R. Strategies for Professional Service Providers

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Author: Margie Fisher

Article source: http://www.keen-intellect.org/. Used with author's permission.

Promotion for Professional Services Providers requires a different approach than for other types of business people. Here's why:

* People buy professional services based on reputation, credibility and knowledge

* Advertising works for products, especially ones that can be described; professional services are intangible and the selling points are based on the provider of service

* Professionals must differentiate themselves by creating niches and through PR activities that create strong reputations, build credibility and showcase knowledge

Low-Cost, No Cost PR strategies you can use immediately:

* Speaking engagements

* Guest columns

* Radio Expert

* Volunteering on charity committees; member of a charity board; pro-bono work for a charity

* Award submission

* Web Site

* Special Events

* Newsletter (e-mail)

* Publicity

How to decide which PR strategies are best for you:

* What do you feel comfortable with? I have an attorney client who doesn't feel comfortable doing speaking engagements or radio shows, but likes to write. Then I have a motivational speaker client who loves to speak but hates to write, so he outsources the writing to me. I feel comfortable with writing and speaking, so I do lots of different P.R. activities to promote my business.

* What can you commit to? Newsletters, for instance, should be done on a consistent basis. Whether it's weekly, biweekly or monthly, can you commit to a schedule?

* What are other professionals in your area doing? If there is already a coach offering radio expertise on the radio show you'd like to be on, that's a tough sell for you. But perhaps you could offer to write a Q&A column for your local newspaper.

Focusing on P.R. is a very effective strategy for promoting Professional Services Providers.